Download Aristotle`s three modes of persuasion

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Aristotle’s three modes of persuasion
Mike Baker, Aalto University School of Business
Aristotle, the ancient Greek philosopher, suggested that any spoken or written
communication intended to persuade contains three key rhetorical elements: logos, the logic
and reasoning in the message; ethos, the character, credibility and trustworthiness of the
communicator; and pathos, the emotional dimension.
The extent to which we draw on each appeal will depend upon the situation. A process
description in a technical manual, a highly informational message, will focus on logos – the
message needs to be clear, logical, precise and unambiguous. This kind of message needs
little, or no, pathos or ethos.
On the other hand, a project proposal presentation to top management meant to persuade
may well require a combination of logos, ethos and pathos.
To achieve our desired communication outcome we need to get the right mix of ethos, logos
and pathos.
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Mike Baker, Department of Management Studies
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LOGOS (logical appeal): Persuading through reasoning based on evidence
Most communications require that we are logical and ‘rational’. Logos refers to the overall
logicality and coherence of the message. Appeals to logos are necessary where facts or
processes are of utmost importance. Process descriptions, technical manuals, and business
reports in general are heavy on logos.
Messages intended to persuade will require clear claims substantiated by compelling
evidence: facts, statistics, examples, expert opinion, analogies, anecdotes etc.
ETHOS (ethical appeal): Persuading through communicator credibility
How we are viewed has a very powerful influence on whether or not we successfully
persuade the receiver of the message. If the audience is not convinced by us a person, they
are unlikely to be swayed by our arguments. Ethos is the credibility or trustworthiness that
we establish in our communication. It is the degree to which we are perceived to be ethical,
believable, trustworthy, competent, responsible, and sincere. And while the communicator’s
ethos is important for most communications, it is especially significant for relational
messages designed to establish goodwill and build relationships.
Our credibility is evident in three main ways:
1. The quality of the message. We need to ensure that or message is ‘worthy of belief’
(Aristotle): recognizes the audience’s needs and motivations; contains all the necessary
facts; is meaningful, clear, logical; avoids careless mistakes; is honest and ethical.
2. The audience’s perception of us as a communicator. We need to make our ‘own
character look right’ (Aristotle): project confidence; dress appropriately; know the
subject; be well prepared; build rapport with the audience.
3. Our reputation as a communicator independent from the message. This can be
shown by referring to appropriate sources of credibility such as rank, goodwill,
expertise, image, or common ground (see page 3).
Pathos (emotional appeal): persuading by appealing to audience emotions
Pathos is an appeal to an audience's beliefs, feelings and emotions. An appeal to pathos
causes an audience not just to respond emotionally, but to identify with the communicator's
point of view.
There is an emotional dimension in most situations: some communications may be highly
charged, some more neutral. Where logical arguments fail, emotions often have the power to
motivate people to respond. Understanding which emotions to tap, and which to avoid, is
one of the most important aspects of communication strategy. The simplest way to
determine the most effective emotional appeal is to analyse the audience’s needs and
concerns. What kind of appeals would help create a positive response to our message?
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Mike Baker, Department of Management Studies
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Credibility enhancing techniques
Factor
Based on
Technique
Rank
Hierarchy
Emphasise your title, rank, position or associate
yourself with someone who the audience
respects or admires.
Goodwill
Personal
relationship and
trustworthiness
Refer to your established relationship with the
audience or your personal record of providing
benefits to the group.
Expertise
Knowledge,
competence
Refer to your knowledge, competence,
qualifications, track record or the acknowledged
reputation of your organisation. Associate
yourself with authoritative sources.
Image
Attractiveness,
audience's desire
to be like you
Build your image by stressing attributes the
audience find attractive and by identifying
yourself with audience benefits.
Common
ground
Shared ideas,
problems or
needs.
Acknowledge and highlight values and beliefs
which you share with the group. Focus on what
you have in common.
Based on Kotter (1985) Power and Influence and Munter (2012) Guide to Managerial Communication
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Mike Baker, Department of Management Studies